Our client wanted to explore sensitivity to price for a new product in four of the major markets of the EU with a view to maximising the price obtained while keeping it uniform across the EU.
Translucency reviewed the travailler avec des preuves for the benefit offered by the product and established the typical patient pathway in each of the four markets of interest. On this basis, Translucency developed a variety of scenarios involving different target associations de patients. We convened groups of key decision makers to test prices within each of these scenarios.
Translucency used its proprietary Soft Futures® technique to establish key decision makers’ views about the likely extent of use of the product in different scenarios at different price levels. This information was combined into a report setting out the relationship between expected volume of sales and price.
Our client used our report to establish a price which offered the best balance between price and likely sales volume, establishing a satisfactory uniform price across the EU.